First keynote of the Enterprise 2.0 Summit is about 'Understanding the Social Business Excellence' by Rawn Shah, Social Business Tranformation Expert at IBM.
We all know the core elements of Business Value Creation like Customer Value, Operating Efficiency, Quality in Operations, and Organization Culture. What is happening to this, is it changing? Is it still necessary?
Rawn starts out with a research fact: 65% of line of business buyers will buy without IT (Forrester).
Many of our organizations today have invisible walls. We would like to have fewer walls, or one wall between external and internal. Really is conversations are starting out everywhere and they´re scaling. This creates a bit of chaos. How do you make sense of this?
This does not imply the line of business is going away? Line of business is still important. So, how do we harness the power of these conversation. Start by adding structure. This does not imply control, but relates to places (where), people (who) and purpose (why).
We have to find out what insights from the conversations are most relevant (add value) to the elements of the business value creation. For HR they are different, than for IT, for instance.
How does Social actually create value?
- Capture Unstructured Data (one of the old goals of KM)
- Collaboration and Discovery (accelerating ideation and innovation, building engagement and strenghtening relationships, etc.)
- Analytical Insight (attention management, pattern analysis, sentiment analysis, accelerating decisions based on data).
- Transformation (integrating, process resiliency, handling process exceptions, alleviating process frustration)
And how does it apply to the business? Rawn applies the above-mentioned steps to Product and Service Innovation based on goals that this part of the business can have.
So, value creation = structured social experiences + line of business goals, challenges and processes + mappings goals to strategy to execution.